A Japanese underwear firm unveiled an ice bra, which aims to keep women cool this summer without them resorting to energy-hungry air conditioning.

The "Super Cool Bra" features built-in ice packs and aims to produce a cooling feeling for all of the senses, its manufacturer Triumph Japan said.

Each cup contains special gel packs that remain soft and supple when frozen but give wearers a "super cool feeling."

The boned side of the bra conveniently holds a mini fan, and each cup is designed to resemble a small fish tank, which manufacturers say makes the bra "visually cool."

The bra is finished off with decorative mint leaves and wind chimes, which dangle between the breasts and aim to "produce coolness in the senses of smell and hearing," Triumph said.

Models wearing tiny "cooling" skirts made of mosquito nets and bamboo blinds showed off the new bra at a launch event.

The company said it developed the bra in a bid to reduce energy consumption during hot Japanese summers, in line with the government's "Super Cool Biz" campaign.

With no working nuclear reactors following the Fukushima disaster in 2011, the campaign urges Japanese workers to wear cool clothes for work rather than relying on air conditioning, in a bid to save power.

Japanese underwear Company makes Ice Bra to keep women Cool this SummerJapanese underwear Company makes Ice Bra to keep women Cool this Summer